I believe this is mostly to stop streaming.
For years and years, Sky have had issues with people buying multiple subscriptions to their sports packages, connecting the receivers to a bunch of servers, and then reselling access on commercial streaming sites!
The big difficulty they've then had is identifying who's behind the streaming site, and at the least, shutting down their stream.
The fun part is that - judging by the number of sites that remained in operation for a good chunk of time - it does appear possible to operate an essentially anonymous business on the internet.